TikTok: Time is of the essence

  • Tik Tok good for brands in South Africa

TikTok is one of the fastest-growing social media platforms globally – and the company has said, “There is enormous potential for TikTok in South Africa to become the preferred platform for creative expression”.

Yes, it’s the place where teenagers post dance moves for their friends but it’s also the place that doubled the use of social apps among younger generations in 2019, and has already tripled that in 2020.

TikTok is very different from anything that’s gone before and if brands want to benefit from it, brand owners and managers must start making serious marketing decisions on how to take advantage.

At its most basic TikTok is a video-sharing social networking service that lets users create short, fun videos, usually featuring some sort of talent at music, lip-syncing, dance or comedy. It’s also easy to use and anyone can create, edit and upload unique content.

But scratch the surface and there’s something more going on.